A smarter way to optimise your website

Are you struggling to identify what is working in your marketing? A/B testing can only take you so far with a 50/50 split winner, often missing potential conversions during the test period. Adaptive testing leans into AI to continually optimise your website throughout tests.

Unlike traditional A/B testing, measuring two options and selecting the winner, adaptive testing shows the best-performing version as tests unfold, illustrating how small changes to your page can affect its conversion rate. 

With adaptive testing, you can run up to five page variations at a time and the variation that performs the best will automatically be shown to visitors. This means quicker results, higher conversions and less manual effort.

Key benefits of adaptive testing

Speed: Get results faster than with A/B testing

Efficiency: Reduce wasted time with the leading test always displayed

Performance: Continuously improve conversion rates as the test runs.

Watch this short video with our Senior UX Designer, Joe Fulton, to see how easy it is to set up and run an adaptive test in HubSpot.  

When is A/B testing superior?

While adaptive testing offers many advantages, traditional A/B testing can be preferable in certain situations. For example, when making significant changes to your website or dealing with limited traffic, A/B testing can provide more controlled comparisons or accurate insights.

If you have specific hypotheses to test or need to comply with regulatory requirements, A/B testing might be the more suitable approach. Before selecting a testing method, it's crucial to carefully consider your specific goals and resources.

The future of data-driven marketing

As technology advances and users’ expectations rise, embracing data-driven like adaptive testing allows your business to remain informed of user behaviour and consistently optimise your website. 

Collecting real-time data in this way makes it possible to inform decisions as your business scales and as a result, improve customer experiences and drive growth. 

Discover how we make use of HubSpot and other AI-driven tools to promote incremental growth and consistent value with our consultancy services.